Saaf Niyat, Sahi Vikas, But Your Slogans Are No Longer Kicking A$$


Saaf Niyat, Sahi Vikas, But Your Slogans Are No Longer Kicking A$$

Illustration: Akshita Monga


s the Modi government completes four years today, expect your weekend reading to be filled with liberal rants on how this tenure has been mainly about stalking and saffronising. But to me, the last four years have been about advertising. Advertising has given us many great slogans (and paid many of my bills), but the slew of fantastically catchy political slogans that began to hit us four years ago have given the best of us admen many sleepless nights.

The BJP in these last four years has pretty much set the template for political advertising. Their work, from the technical standpoint of copywriting, communication design, and strategy, has been flawless. Ask any writer and they’ll tell you coming up with acronyms is no mean task. But when it comes to this government, they roll out acronyms like they’re in an episode of Mad Men. VIP gave way to EPI – Every Person is Important. SCAM went from something the Samajwadi Party, Congress, Akhilesh and Mayawati did, to becoming their identity. ABCD – A for Adarsh, B for Bofors, C for Coal and D for Damaad. It’s endless: No wonder Prasoon Joshi was almost drooling as he questioned the PM. Prasoon knows talent when he sees it.